Director, Brand Strategy - CAS - Consumer Apps & Services , Marketing in Redmond, WA


TitleDirector, Brand Strategy - CAS - Consumer Apps & Services
CategoryMarketing
LocationRedmond, WA
DivisionMarketing
Date AddedDecember 5, 2014
Open Positions1

The CAS Brand Strategy & Story Team

Responsible for building an incredible portfolio of Microsoft consumer services brands. In this centralized position, you'll be working with a high performing team developing and driving effective brand and marketing strategies across the CAS portfolio that includes: Bing, MSN, Skype, Outlook.com, IE, Skydrive, Lync. If you're a strategic thinker with passion for brands, full of energy, creativity and cross-functional skills to shape and strengthen our businesses by building great brands, then this could be the next role for you.??

Your Responsibilities:
As a senior brand strategist you will be responsible for creating and maintaining the brand strategy for products, services and initiatives within the Microsoft Consumer Apps & Services portfolio (CAS). You will be appointed the "Brand Partner" for a selection of Brands within the CAS portfolio, and be the key partner to the PMM leading those Brands together with Engineering.

Your primary role is to write/co-develop the brand strategy & story/ies (including value propositions, brand metastory, new product development stories, personality, messaging, naming, visual identities, and brand measurement/analytics approaches) to provide the brand framework for effective communications, marketing programs, new product development, and branding that drives business impact.
Engagement with the product team, CAS and Marketing leads will ensure integration across all areas of the business, including product management, product/program marketing, product development, partner marketing, and marketing communications (i.e., advertising, public relations, events, retail, etc.) and will ensure we are driving a global brand portfolio. You will also develop and track brand goals, guided by business and brand strategy. Success in this role also requires close collaboration with others in the working on strategies and execution of marcom or research regardless of where in the world they may be.
This position has accountability for brand stewardship on primary brand(s), which may include developing and implementing brand tools and guidelines, providing brand support and leading internal brand evangelism and training efforts to ensure all relevant campaigns and activities are on-strategy from a brand perspective and marketing leads understand, are inspired by, and are supportive of our brand strategies. This will include managing agencies for creation of specific content, working with other members of the team to execute on initiatives, or working with other Marketing disciplines for cross-functional work.

You will be responsible for tackling the following kinds of meaty challenges working in close collaboration with partners across Microsoft globally:
Develop brand strategies for assigned products and services that map to brand architecture, brand positioning and messaging.
Provide expertise as needed on development of value propositions, messaging and positioning for major products, campaigns and other initiatives.
Collaborate with Research to drive best-practices in brand analytics, measurement, and ROI analysis
Drive or follow brand tracking efforts, partnering with Research, and report to business groups or Consumer Apps & Services (CAS) with recommended action plans to drive positive business outcomes, regardless of whether they are brand specific or not.
Collaborate with Research to identify customer research needs and apply customer insights to ongoing brand stewardship, messaging, positioning, naming and marketing campaign development.
Drive naming strategy for assigned products and features to ensure fit with brand strategy, alignment with corporate goals, and to maximize marketplace impact.
Drive strategy for visual identity-centered initiatives and collaborate with creative team to develop ID (includes UX, photography, packaging, etc.)
On an ongoing basis, review marcom for alignment with brand strategy in terms of messaging and visual design.
Conduct brand training and evangelism activities with internal product groups and external agency partners.
As needed, co-own development of integrated marketing communication strategies for major product releases and marketing campaigns.
As needed, drive important, unplanned projects that require smart thinking and quick attention.
Train and mentor junior colleagues to drive a culture or learning and improvement
Gain the trust and admiration of Microsoft exec/senior leadership by leveraging your unique combination of marketing expertise and business understanding to help them drive their business forward
Work with Research and Microsoft central brand team, to develop and manage plan for driving up association between assigned brands and Microsoft brand.

Keys to success include:
o User focused, puts themselves in the shoes of the user as a practice
o Steeped in digital, modern world with competitive knowledge of how people are living their digital lives
o Worked successful on a brand reposition or evolving a brand
o Passionate about technology and how to solve problems
o Outstanding at presenting complex issues in simple, easy to understand ways
o Creative thinker but systematic/logical about business issues
o Globally and culturally thoughtful
o Can show multiple ways to solve a problem
o Executive presence -- isn't intimated -- jumps at the opportunity to be heard
o Innovative thinking with a proven track record of establishing new stand alone and/or sub brands locked with solid product knowledge
o Strong interpersonal, negotiation, and conflict-management skills
o Masters degree or equivalent experience is desired
o Understanding of software development process (agile, waterfall) and how branding can be applied across services to drive consumer affinity.

Minimum 10+ years in Brand building roles
Minimum 5+ years senior-level experience driving marketing or brand strategy either on the corporate, agency or consulting world
A mix of Consumer, business and technology brand building experience is desired
Degree preferred or equivalent business experience

Microsoft is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, gender, sexual orientation, gender identity or expression, religion, national origin, marital status, age, disability, veteran status, genetic information, or any other protected status.

MBD&E BRPYREQ 88383
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